Super Bowl 59 is just six days away, and the festivities officially kicked off last night in New Orleans. The Kansas City Chiefs will face off against the Philadelphia Eagles in a highly anticipated rematch from two years ago, where the Eagles narrowly lost 38-35. This marks only the second time in Super Bowl history that the same two teams have faced each other twice within a span of three or fewer seasons, joining the Dallas Cowboys vs. Buffalo Bills showdown, which took place in back-to-back years in 1992 and 1993.
The Chiefs, led by their star quarterback Patrick Mahomes, are aiming for a three-peat—something no team has ever accomplished. With nine consecutive playoff wins, including the last two Super Bowls, they’ve cemented themselves as a modern-day powerhouse. However, the Philadelphia Eagles are hungry for victory and have undergone significant changes since their 2022 loss. This season, the Eagles led the NFL in average time of possession, while their star running back, Saquon Barkley, averaged 147.3 rushing yards per game in the postseason and has rushed for over 100 yards in 14 of the Eagles’ 19 games. This Super Bowl is sure to be a close one, with both teams boasting talented defenses and superstar athletes capable of making game-changing plays.
Last year’s Super Bowl set a viewership record with over 123 million viewers. The last time these two teams met, 115 million viewers tuned in—a then all-time high. The 2024 AFC and NFC Championship games delivered impressive numbers, with the Bills-Chiefs matchup bringing in a staggering 57.7 million viewers, while the Commanders-Eagles game attracted 44.2 million. This year’s broadcast partner, FOX, is introducing some exciting new elements. For the first time in Super Bowl history, FOX has partnered with NBCUniversal to produce two separate Spanish-language broadcasts, airing on Fox Deportes and Telemundo. Additionally, FOX will feature Tom Brady in the booth, calling his first Super Bowl.
So, what does this all mean for advertisers? FOX has been able to sell 30-second commercials for a jaw-dropping $7 million, with about a dozen spots going for around $8 million. Although FOX initially announced in November that the game was sold out, due to a variety of issues, some advertisers have dropped out, allowing FOX to increase prices for the remaining slots. Notably, State Farm pulled out due to the California wildfires, opening up opportunities for advertisers on the “waitlist.” According to Mark Evans, Executive Vice President of Ad Sales for Fox Sports, this year’s ad lineup includes the usual suspects: beverages, snacks, tech companies, and telcos, with a notable increase in ads focused on AI and slightly more pharmaceutical companies participating with auto brands taking a backseat. Long-time Super Bowl advertisers like Budweiser, Doritos, Uber Eats, and GoDaddy are on board, with some new spots already released. For instance, a new “DunKing” ad features Ben Affleck, his brother Casey, and actor Jeremy Strong, while Hellman’s latest ad includes a playful nod to “When Harry Met Sally,” featuring Meg Ryan and Sydney Sweeney delivering the iconic line, “I’ll have what she’s having.”
So, is the $7-8 million price tag worth it? Absolutely. In today’s fragmented media landscape, where countless distractions vie for viewers’ attention, the NFL continues to dominate television viewership. FOX, which had a strong year with top ratings for the World Series and college football, is offering advertisers massive reach, live viewership, and a high-profile match-up that audiences are eager to watch. Enjoy the commercials, the game, and… GO Birds!
